For years, titan athletic brand adidas could barely speak in the States, where it had been going through some kind of identity crisis. In 2004, adidas finally arrived via the hands of Lee Clow, Chuck McBride and crew, who finally set the brand off on its proper course, the campaign revealing its holding power with each new execution. The ambitious launch included high profile spots expertly directed by Lance Acord and effected by the artists at Digital Domain, and united old time and new era athletic greats into the same, un-impossible universe. Highpoints included the union of Laila Ali and her prizefighter father in the ring together, as well as Ali's famous pre-fight run in Zaire, this time joined by not just his daughter but also a slew of other modern day champions.
Client: adidas International Agency:180/TBWA, San Francisco ECDs: Chuck McBride, Lee Clow, Peter McHugh (TBWA Worldwide) CD/CW: Richard Bullock ACD/AD: Dean Maryon ADs: Kai Zastrow, Tobias Eichinger CWs: Boyd Coyner, Aimee Lehto, Crockett Jeffers Print Producer: Justine Enoch Photographer: Uwe Duettmann Director: Lance Acord/Park Pictures Editor: Eric Zumbrunnen/SpotWelders Effects: Digital Domain Sound Design: Ren Klyce/Mit Out Sound